I'm sure Alphabet wasn't created just to help better separate Google products from each other but the cynic in me thinks that Facebook's move to differentiate between the company and the app is purely to try and better handle the negative press.
Until this reveal, I'd never heard facebook.com referred to as Facebook App.
And if this is what you want to do, I'm sure they could have come up with a name that would have differentiated them way more than this does.
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